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# Inspiration – Test how theme complexity impacts engagement and conversions

## Overview

**Goal:** Test how different theme layouts (minimal vs. content-rich) influence engagement and conversions.  
**Build time:** 6 minutes.  
**Expected impact:** Potential uplift of 5–14% in engagement or conversions.  

## Hypothesis
Theme layout plays a central role in how users explore and interact with a site’s content. By comparing a minimal layout with a clean, focused structure against a rich-content theme with additional sections and visuals, we can discover which approach best supports user clarity, attention, and conversion behavior.  

## Assumptions
* **Cognitive Load:** A minimal theme may create focus around the main CTA, while a rich layout may encourage longer browsing sessions.  
* **Perceived Value:** Extra content sections (e.g., featured collections, carousels) can help showcase more offerings upfront, enhancing brand credibility.  
* **Performance:** A minimal theme often loads faster, improving first impressions and reducing bounce rate.  
* **Conversion Impact:** Striking the right balance between simplicity and depth can lead to higher conversions. 

![Example visualization: Minimal content template vs. Rich content template](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/image_10t69o7.png =800x800)


## Setting up the experiment in Personizely (Theme Test)

For a complete walkthrough, see the [Theme Test documentation →](https://docs.personizely.net/theme-shopify).  

Follow the steps below to set up a Theme Test and experiment with different Shopify themes on your store.  

1. From your **Personizely Dashboard**, navigate to the **Campaigns** tab and click the **Create Campaign** button.  
![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-jun-30-11-40-55_1imle12.png)

2. In the **Create new campaign** window:  
* Select **Theme Test**.  
* Name your campaign, and define a **hypothesis** describing what you’re testing.  
* Choose the **variation theme** you want to compare.  
     The currently published Shopify theme will be used as the **control** by default.  
* Click **Create** to continue.  
![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-jun-30-18-35-15_iyav9l.png)

3. On the campaign settings page, under **Variations**, you’ll see:  
* The **Original theme** (control).  
* The **Variation** using your selected theme.  
   You can preview both and add additional variations if needed.  
![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-jun-30-18-37-56_1xc48uk.png)

4. Adjust **Traffic allocation** to control what percentage of visitors will see each theme.  
![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-jun-30-11-45-44_1pagqi9.png)

5. In the **Goals** section, select one or more actions to track (for example, Purchase or Add to Cart).  
   You can set multiple goals and mark one as the **primary goal**.  
![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/screenshot-at-jun-30-11-46-12_1iw9xkf.png)

**Additional notes:**  
* The **Personizely script** must be installed synchronously for seamless redirects.  
* Theme Tests are currently available only for **Shopify users**.  

You’re all set. The Theme Test will help you determine whether a **minimal, focused theme** or a **rich, content-heavy layout** drives more engagement and conversions across your store.